Attendees may choose to attend one of the five sessions offered during this time.

Track: World ViewSearch Around the World - Part 1: Asia/Pacific & Latin America
Eastern and Western companies are rushing to get a piece of the action internationally, but does anyone really understand the marketplace? In this session, attendees will learn how to separate hype from actionable activity. Leading experts with "feet on the street" in the Asian Pacific, Australia, and Latin America discuss the marketplace and its impact on the world.

Track: Search 2.5Universal & Blended Search
Search result multiplicity is not a new phenomenon, but recent advancements guarantee that the world of search and marketing will be changing forever. Before you attend this week's optimization and best practices sessions, learn from industry gurus how the steps that follow the search are developing. Our ongoing series on universal search will include research data available only at SES.

Search Industry TrackSearch Industry Update
Search marketing is the largest online ad format. Paid search not only accounts for nearly 45% of the global online ad spend, but it is also one of the fastest growing online ad formats. The panel will focus on the broad trends in search marketing, such as growth drivers, core search vs. vertical search, search spending and CPC trends in general and by verticals, search penetration in the U.S. vs. international, search adoption by brand advertisers, and search vs. other online ad formats.

Track: What Next?More Customers, Fewer Costs: Why Marketing to the "Long Tail" Makes Sense
This session will address how marketers utilize the long tail of the Internet and search engine marketing to identify and reach consumers who are interested in what a company has to offer, but don't fit the traditional definition of the demographic audience. The end result is a more strategic, cost-effective search marketing campaign. We'll discuss the "long tail approach" from a tactical standpoint, including strategies that fit the users of this emerging market, as well as examples of why this works in terms of increasing sales.

ClickZ TrackMobile SEO: Death of the '.mobi'
The "one web" premise of the iPhone generation of connected devices offers a stark contrast to the former mobile standard, in which webmasters created a separate '.mobi' site, specifically targeted for mobile users. We'll outline what you can expect in the mobile space and how search marketers can use one site to leverage both mobile and traditional web search. This session will articulate the impact that these devices are having on mobile web use, adoption, and search. It will provide a comprehensive list of best practices to make existing websites optimized and mobile-ready. The session will also provide specific recommendations to improve mobile ranking and click-through.

Attendees may choose to attend one of the five sessions offered during this time.

Track: World ViewNon-Profits & Socially-Responsible Companies With Global Interests in a 2.0 World
The Web has changed how we do everything, including giving back to our fellow man. What does the nonprofit world look like in the Web 2.0 world? Technology has grown by leaps and bounds since the dawn of the Internet as a communication vehicle. It has changed the ways we give back and communicate with our constituents, and new platforms support entire communities. Learn from experts about the latest developments in community and technology for the non-profit sector.

Track: Search 2.5Igniting Viral Campaigns
In a world dominated by behemoths like bud.tv, MySpace, and YouTube, how do mid-sized and smaller companies break through to generate online destinations that create buzz, encourage word of mouth and establish relationships with potential buyers? This session unveils the secrets of Web 2.0 techniques and technologies that enable companies to stand out and be talked about.

Search Industry TrackPay Per Conversation
For marketers to become successful in their SEM efforts, PPC can no longer stand for "Pay Per Click" — it must stand for "Pay Per Conversation." Many marketers agree that the current state of the economy is having an impact on their marketing plans. That's why every dollar and click matters. Every click is a potential customer trying to engage you; will you continue the dialog or have them bounce off your landing page just moments after they arrive? What you want to do is engage and persuade your visitors to keep taking the next click, all the way through the purchase funnel. To achieve that, you must demonstrate the value of your products and services in all your marketing, especially when sales are decreasing. You do that by planning content to improve relevance and test continuously until you have the best conversation. This session will show you how to identify missed conversations and what you can do to improve them and your PPC ROI.

Track: What Next?Semantic Search: How will it change our lives?
As search dominates our Internet use, this session will explore the new generation of semantic technologies that look to radically change the future. Different companies have taken different approaches to increasing relevance and improving quality of search results. From true natural language search being pursued by companies like Powerset/Hakia, to vertical-focused semantic companies such as BooRah and Uptake, this session will discuss how consumers will benefit directly from these new sets of Internet destinations or enhance experience on existing search engines.

ClickZ TrackThe Next Wave For Online Video
This session will provide tips on how to navigate the new wave of online video, as more people are watching, sharing, and finding videos online. It will cover the four contributing factors to the massive surge in popularity and predicted continued growth for online video, as well as the converging factors that have led to the next wave of online video search. The panelists will also discuss the issues with video search, and the industry's desire for standards on how to tag, organize, and find videos.

Orion Keynote Panel - How Much Search is Enough?
Where does search really fit within a marketer's total digital advertising effort? Big businesses and small businesses alike struggle with how to allocate search marketing, and other online advertising or marketing efforts. This Orion panel will evaluate strategic thought processes and then grind down to tactical execution with thought leaders from the search engine marketing, advertising agency, and advertiser perspectives. We will explore how search can be "carved out" from an overall budget and how it will lead the white whale of online marketing — a truly holistic marketing strategy.

Attendees may choose to attend one of the five sessions offered during this time.

Track: World ViewSearch Around the World - Part 2: The UK & Europe
Eastern and Western companies are rushing to get a piece of the action internationally, but does anyone really understand the marketplace? In this session, attendees will learn how to separate hype from actionable activity. Leading experts with "feet on the street" in the U.K. and the rest of Europe discuss the marketplace and its impact on the world.

Track: Search 2.5Storyteller Marketing: How The Art of Storytelling Matches Up With the Business of Marketing
One communication method that beats all others when it comes to delivering a memorable, motivating, and meaningful message: telling a story. This session will show you how the framework of storytelling can be used to deliver real advertising results by generating content that communicates. You'll learn the five basic story types, how to analyze the stories around your brand, and how to create a solid strategy for generating, changing, or renewing great brand stories. Great search strategies are built around great content; this session will give you the economic and social tools you need to create that framework.

Search Industry TrackEnterprise Search: Running Your Own Search Engine
The value of search as a true enterprise platform has been touted for years, yet few organizations have seriously embraced the opportunity. This session will provide an overview of enterprise search fundamentals and explore the enterprise search marketplace in depth. Current enterprise search tools, design issues, and real-world examples of effective enterprise search implementations will be discussed. Whether your organization has a well-established Intranet or an Intranet that has just been launched, you'll walk away from this session with a better understanding for the principles of a well-designed enterprise search solution.

Track: What Next?Everything but Google: Alternative Search Advertising Options
Is Google your main search engine? Do you realize that there are many other tools that will help you find specific information — sometimes better than Google? Most people are unaware that there are more than just the "big three" of Google, Yahoo, and MSN. The list includes Bit Torrent search engines, image search engines, artificial intelligence systems, clustering engines, recommendation search engines, metasearch, and many more hidden gems of search. Most of these niche search engines have very fun, interesting features, and you'll discover all sorts of relevant information you might have otherwise missed using the more general, big box-type search engines.

ClickZ TrackVideo Search Engine Optimization (VSEO)
According to comScore, nearly 139 million U.S. Internet users watched an average of 83 videos per viewer in March 2008, viewing a total of 11.5 billion online videos during the month. However, the average YouTube video receives only 100 views a year. This makes optimizing video for YouTube one of the biggest opportunities in the fast-changing and complex world of search. This session will look at how video search engine optimization (VSEO) has become the most important new use of search engine optimization today.

Please Note:
Incisive Interactive Marketing LLC reserves the right to make any necessary changes to this program. Every effort will be made to keep presentations and speakers as represented. However, unforeseen circumstances may result in the substitution of a presentation topic or speaker.

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Incisive Interactive Marketing LLC assumes no liability for the acts of their suppliers nor for the safety of any participant while in transit to or from this event. The total liability during the precise hours of the meeting will be limited to a refund of the delegate fee.

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